Amanda G. Watlington

Amanda is the founder of Searching for Profit, a search marketing strategy consultancy; and CEO of City Square Consulting, a management consulting firm. Amanda is an internationally recognized author, speaker and search marketing pioneer. Her consultancy focuses on using organic search to drive traffic to customer sites. She is an expert on the use of language for search. Her clients have included well-known and emerging brands.
The purpose of this blog is to provide insights and tips for how to use search profitably. It will cut through the volumes of information that threaten to overwhelm the busy marketer and will focus on what is truly important for making search work.
Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

If you are a desktop user, you may have noticed the change, but you might have missed it if your searches trigger Google product listings (PLAs), for Google plans to continue displaying them in the right-hand panel. We can also expect to continue seeing ads in the Knowledge Panel area of the search page.

Amazon declared July 15, its 20th birthday, as Amazon Prime Day. ... Other huge volume retailers such as Walmart, Best Buy and Target launched their own sales ... This dance of the elephants offers a message to all who sell products online: If you are focusing all of your SEO attention on Google

Missed in all of the hysteria around Mobilegeddon was the arrival of another algorithmic change, one with a very serious effect. On April 29, Google-watchers and site owners detected another "big" change creating huge drops in traffic for sites impacted. Because this change sneaked in without warning, it has been dubbed "Phantom 2." The change seems to attack the same problems addressed by Panda — the ever-pervasive and deadly — thin content. There is also speculation that another Penguin is hatching in Mountain View, readying an attack on over-optimization and other violations of Google's rules of the road.

At a baseball game the other day, I couldn't help but notice how many people in my seating area were busy looking at their phones, phablets or tablets. Baseball, with its languorous pace, provides spectators plenty of extra time to search online, check their email, send texts and engage with social media. It seems no one near me at the game was wasting a single moment of this valuable screen time. Savvy sports marketers already know this and regularly encourage social media use, providing hashtags and URLs almost everywhere.

Google seldom gives search engine marketers advance warning of algorithmic changes; however, in a rare move recently Google announced plans to penalize "doorway pages" through a ranking algorithmic adjustment. At the same time, Google clarified its quality guidelines on what constitutes a "doorway page." Designed to increase a site's search footprint for specific keywords, "doorway pages" are an old and discredited search marketing tactic. Google in its guidelines for Web development has routinely advised marketers to avoid using doorway page campaigns, because they yield a poor user experience. The question this recent move begs then is: Why is Google going after "doorway pages" now?

Google has your site on a budget. This is not just the budget that you set for your paid search ads, but this budget is one that Google controls for your organic search. Unless you are mindful of the ways that Google manages their resources and how this impacts your site, you may be squandering the organic search budget that Google allots your site. If you are dependent on search traffic from Google whether organic or paid, you need to consider how you might get more out of what is allotted to you. This may seem like a cynical view, but it is a reality.

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